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By Kyle O'Brien | Creative Works Editor

January 9, 2017 | 4 min read

Climate change is seemingly in the news on a daily basis, and a new campaign from Toronto-based Bensimon Byrne aims to bring the enormity of the subject to light by releasing personalised ads.

The campaign, for the Ontario Ministry of Environment and Climate Change, 'Save the Everything,' helps hyper-personalize climate change for those in the province, telling people to 'Save the Fishing Stories,' “Save the Snowy Driveways' and 'Save Everything'.

One humorous 30-second ad, 'Save the Pizza,' shows a delivery girl explaining that everything that goes on pizza, like spinach, green peppers, tomatoes, onions and the like. Climate change could cause more erratic weather, which in turn could damage the crops. Therefore, a narrator says at the end, that it’s “time to save everything we love about Ontario,” then directing people to learn more about what they can do as an individual by going to the climate change website.

It’s not just agriculture and the food supply being threatened, it’s your love for pizza, full of ingredients grown in fields across our province. Furthermore, superstorms will lead to more regular large scale flooding, it’s about your basement man cave being at risk. It’s not just the fish population that’s being threatened, it’s the amazing stories of the one that got away that are at risk.

The scenarios were chosen based on the factual threats to Ontario posed by climate change, including:

  • The rise in temperature of the Great Lakes, and other inland lakes by 3 to 6 degrees centigrade poses a significant threat to the fish population.
  • Temperature extremes have caused significant crop damage to syrah, sauvignon blanc and merlot grape varieties in Niagara’s wine growing region.
  • Severe summer storms causing flood damage in excess of $100 million have become more frequent.

Each video brings a personal consequence of climate change to light. And everyone will be impacted, from kids to grandparents and everyone in between. That’s why the campaign reflects a very diverse range of target groups.


Campaign Title: Save The Everything

Client: Government of Ontario, Ministry of the Environment and Climate Change

Product: Climate Change

Agency: Bensimon Byrne

Creative Director: David Rosenberg / Joseph Bonnici

Art Director: Chris Brown

Writer: Matt Doran

Agency Producer: Michelle Pilling / Meghan Cheesbrough

Group Account Director: Jill Engelman

Business Lead: Afton Franklin

Project Manager: Christian Edejer

Strategist: Celina Bussiere

Production House: Asymetric

Director: Peter Huang

Director of Photography: Kris Bonnell

Executive Producer: Evan Landry

Line Producer: Jason Aita

Post Production / Offline: Married to Giants

Editor: Paul Skinner

Post Production/ Transfer: Alter Ego

Post Production Online: Wingman

Online Artist: James Andrews

Colorist: Connor Fisher

Audio House: TA2

Director: Drew Frohmann

Engineer: Dave Clarke


Ministry of Environment and Climate Change

Ann Byberg – Senior Marketing Officer – Premier’s Office

Veann Leps – Creative Marketing Advisor – Premier’s Office

Liz Hooper – Creative Marketing Advisor – Premier’s Office

Courtney Richardson – Senior Media Content Coordinator – Ministry of Environment and Climate Change

Kristen Routledge – Director of Communications – Ministry of Environment and Climate Change

Michelle Burr – Senior Manager – Ministry of Environment and Climate Change

Thom Jenkins – Team Lead, Marketing Communications - Ministry of Environment and Climate Change

Melanie Robert – Director of Marketing and Digital Strategy – Cabinet Office

Andrew Sturrock – Marketing Coordinator – Cabinet Office

Kristen Polito – Senior Marketing Advisor – Cabinet Office

Sharyn Byrne-Nearing – Senior Manager, Marketing – Cabinet Office

Creative Climate Change General News

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